Nowadays many businesses – and individuals for that matter – rely on Social Media Marketing.
And there’s nothing wrong with that, except for when those businesses think the main metric of their success is how many “Likes” they have collected on their Social Media profile/s pages.
There’s a war going on in the World for your, and your audience’s attention. And the weapons of choice are Weapons of Mass Distraction.
Ask yourself, what do you want people to like? Your Social Media profile page, or… Your Business and your Products? Not to mention the fact that having likes on your page does not even mean people like your page, “Likes” are a dime a dozen(or whatever their current market price is – yes, there’s a market for this).
If you think your Facebook page or Twitter profile is anything to brag about and be congratulated for because you have over 1,000,000 followers, well, let me tell you this. CONGRATULATIONS! That’s a great achievement and not something anyone can do easily. But there’s a problem…
If you and your business depend on the success you have on any one particular Social Media website, you are at risk of going down like the Titanic. Because one day, even the Social Media giants will shut down, and all your hard work will go down with them. Don’t believe me? History repeats itself, just think of MySpace.
If that does not demote you from investing multiple hours and $$$ into your Social Media profiles (I’m all for a well structured Social Media Marketing strategy) without caring anything about your website, there’s more.
FaceBook, Twitter, Youtube, or any other media outlet on the internet, can censor your content, delete your posts and even ban your account from their website temporarily or for an undetermined period of time, arbitrarily.
It’s just them protecting their interests and trying to fight against the hordes of spammers and people posting offensive content on their platforms. But the problem is that you can also get caught in the same net that is used to catch these wrong-doers.
Others have been caught in the past, and many of the ones who have not, have only remained online because they follow the varying arbitrary rules imposed by these platforms, some can be found in the Terms and Conditions section of their respective websites, yet others can be sneaky.
By building your Social Media profiles, you do it at the cost of the long term success of your business, so you have to be balanced and think for the long haul. What do you think is more important, to have 1,000,000 followers on social media, or even just a few thousand people on your email list, eager to get news and offers from you in a direct, private and efficient communication channel that is here to stay? Yes, email is old, really old, but it is far from dead.
I am willing to bet that if you are serious about your business, your website, and your email list, will far out-live the relevance of any privately owned social media platform out there today.
But will the future of your business take advantage of this reality?
The only way to be sure is to invest on the core of your business and brand identity and presence on the Web today.